Apple's superior shopping experience is as important to the success of its …

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The success of Apple's retail stores has contributed greatly to Apple's bottom line in the last several years. A big part of that success—one believed to bring the biggest return on investment for retail operations—is the stores' unique shopping experience. According to a recent survey (PDF link) of retailers, vendors, distributors, and other members of the RetailWire service, Apple ranks far and above other leading retailers that offer the best shopper experience.

Apple has long been recognized as a leader in customer service, but 28 percent of respondents also ranked Apple as having the best shopper experience among 60 top retailers. Number two, Whole Foods, was tops among 22 percent of respondents, while Nordstrom, Target, and Trader Joe's rounded out the top five.

Factors that contribute to a good shopping experience, according to the survey, include having customer-centric store design, maintaining shopper history data, creating ambiance, and carrying and displaying a well-organized, "rationalized" product assortment. These are all qualities that Apple's retail stores have focused on. Availability of quality brands was also ranked as a top factor. Though shoppers go to an Apple Store primarily for the Apple brand itself, the stores also carry a well-curated collection of software and third-party accessories.

Having low prices and "deals and promotions" were consistently ranked as contributing little to a good shopper experience. Apple has a long reputation of higher prices that exceed those of average Windows-based PCs, but being "expensive" has been outweighed by a better shopping experience and better customer service. The proof is in Apple's quarterly results, which have included record sales and profits over the last few years.